Driving your marketing strategy in 2021. A people-centered framework: attention, intention and mention.
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The document provides an overview of a webinar on driving marketing strategy in 2021 using a people-centered framework of attention, intention, and mention. The webinar featured Anthony Shop of Social Driver and Nicole Paul of Pepco Holdings discussing their framework and examples from Pepco's digital strategies, including engaging with customers on social media around topics like eagle nest cameras. The webinar also covered measuring marketing success and communicating it to leadership using key performance indicators.
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Driving your marketing strategy in 2021. A people-centered framework: attention, intention and mention.
- 1. #wpewebinar Anthony Shop, Social Driver Nicole Paul, Pepco Holdings Driving your marketing strategy in 2021 A people-centered framework: attention, intention and mention.
- 2. #wpewebinar What You’ll Learn ● A new, people-centered framework for marketing strategy and why it’s more relevant than ever ● How to measure your success and communicate about it with your leadership ● Examples directly from a leading public utility company that is doing it right ● Q&A
- 3. #wpewebinar Ask questions as we go. We’ll answer as many questions as we can after the presentation Slides and recording will be made available shortly after the webinar Use the “Questions” pane throughout the webinar
- 4. #wpewebinar Chief Strategy Officer & Co-Founder Social Driver Anthony Shop ● Spatchcocked a turkey for the first time this Thanksgiving ● Teaches at George Washington University, where he got MBA ● Researched social media in China Digital Communications Specialist Pepco Holdings Nicole Paul ● Played piano for 13 years and composed my own songs ● Created marketing materials and ideas for an upstart beauty brand ● Family is from Haiti
- 5. 5 Our Mantra: The future is bright. All progress is social. The Drivers make history. What We Do: Our Values: Our Vision Drives Us DIGITAL STRATEGIES ‣ Digital marketing ‣ Social media ‣ Advertising ‣ Chatbots & voice ‣ Insights & research ‣ Reporting & measurement CREATIVE & CONTENT ‣ Creative direction ‣ Brand & messaging ‣ Content production ‣ Content writing ‣ Graphic design ‣ Video production ‣ Collateral TECHNOLOGY & DATA ‣ Website design & development ‣ System integrations (Salesforce, etc.) ‣ Analytics ‣ Interactive dashboards ‣ SEO About Social Driver
- 12. P.E.S.O.
- 13. ● Traditional ● Digital programmatic ● Digital audio ● Digital video/pre-roll ● Search engine (SEM) ● Native advertising ● Sponsored content ● Targeting data ● Retargeting pixels ● Internal email lists ● External email lists ● Branded content ● Websites ● Blogs ● Toolkits P.E.S.O. Asset Inventory ● Media coverage ● Third-party validation ● Brand ambassadors ● Partner email lists ● Partner websites ● Partner social media ● Search engine (SEO) ● Facebook ● Instagram ● Twitter ● Youtube ● Linkedin ● Pinterest
- 14. Start in the Center People Who Trust You ‣ Employees ‣ Customers ‣ Partners People Who Like You You probably don’t need to reach millions of people to grow your business. Instead, start with those who already trust you and work with them to expand your sphere outward. People Who Know You People Who Forget or Overlook You
- 15. #wpewebinar A new, people-centered framework for marketing strategy and why it’s more relevant than ever
- 16. Attention Intention Mention Marketing Strategies
- 22. 22 The Difference Writing Makes FREE COUCHES: Two gently used brown loveseats from a smoke-free, pet-free seasonal cottage. Very comfortable, no tears or rips. PUMPKIN SPICE COUCHES x2: Two upholstered gently used loveseats in a rich caramel hue. Deep, comfortable seating. Generous arm with sturdy back pillow supports. Perfect for binging Netflix or cozying up with your bestie on a chilly autumn night. From a smoke-free, pet-free seasonal cottage. Sad to see these go! $95 for the pair. These won't last! Which is more compelling?
- 23. 23 The ROI of Engaging Copy FREE COUCHES: Two gently used brown loveseats from a smoke-free, pet-free seasonal cottage. Very comfortable, no tears or rips. INQUIRIES: 1 Someone who asked: Will you deliver? Answer: NO. ROI: 0% PUMPKIN SPICE COUCHES x2: Two upholstered gently used loveseats in a rich caramel hue. Deep, comfortable seating. Generous arm with sturdy back pillow supports. Perfect for binging Netflix or cozying up with your bestie on a chilly autumn night. From a smoke-free, pet-free seasonal cottage. Sad to see these go! $95 for the pair. These won't last! INQUIRIES: 8 ROI: $95 "OMG. I can't believe someone paid $100 for those couches."
- 24. 24
- 25. 25
- 26. UnidosUS “Own Your Vote” Campaign EXAMPLE
- 27. UnidosUS “Own Your Vote” Campaign EXAMPLE
- 28. Attention How can you find and target the right people? How can you cut through the noise?
- 30. VS Search Engine Marketing (SEM) Search Engine Optimization (SEO)
- 31. Image: Search results page for George Brett from 2009. Source: Nielsen Norman Group, 2019.
- 32. Image: Search results page for George Brett from 2019. Source: Nielsen Norman Group, 2019.
- 36. 36 Accessibility Context: Article About Attending Business School GOOD ‣ alt="Business school professor pointing to a female student's computer screen" BAD ‣ alt="Woman pointing to a person's computer screen" TERRIBLE ‣ alt="computer lab"
- 37. 37 Accessibility
- 38. Intention Where are your customers searching? How can you help them complete their journey?
- 43. 43
- 44. CEOs can spark mention marketing during the course of their day
- 48. 48 What happens when people share?
- 49. 49 What happens when people share?
- 50. Mention Where do your customers connect with one another? How can you help others talk about your company?
- 51. Attention Intention Mention Marketing Strategies Target the right people on the right channels with the right message Find potential customers who are on a mission and help them complete it Give your customers a reason to include you in their stories
- 52. Nicole Paul Digital Communications Specialist, Pepco Holdings Inc. an Exelon Company
- 53. #wpewebinar How to measure success and communicate with leadership
- 54. 54 Measuring Success USER BEHAVIOR KEY PERFORMANCE INDICATORS See ‣ Impressions ‣ Reach Say ‣ Engagement ‣ Sentiment Do ‣ Referrals ‣ Conversions
- 55. Attention Intention Mention Marketing Strategies
- 56. Attention How can you find and target the right people? How can you cut through the noise?
- 58. PHI Focus on Pride 360 video posts achieved higher-than-average engagement: dozens of comments and dozens more shares, in this case
- 60. PHI Engages with Eagle Cam The Eagle Cam gives us a novel way to connect with customers who may not be interested in Pepco right now, but do love to check in on the Bald Eagle Nest.
- 61. ...and many wanted to follow the love triangle with the eagles
- 63. Intention Where are your customers searching? How can you help them complete their journey?
- 67. ‣ Launched on September 30th, 2019 ‣ More than 800 subscribers ‣ 0 users have elected to block the bot ‣ Most use occurred in August 2020 during Hurricane Isaias PHI Intention Marketing
- 68. New users acquired during Hurricane Isaias
- 69. Mention Where do your customers connect with one another? How can you help others talk about your company?
- 71. 71 Tens and thousands watching the game, shared their stories with friends, but also shared our brand name as well!
- 73. Attention Intention Mention Marketing Strategies Target the right people on the right channels with the right message Find potential customers who are on a mission and help them complete it Give your customers a reason to include you in their stories
- 74. 74 Driving Your Digital Strategy in 2021 WORKSHEET DIMENSION KEY QUESTIONS TACTICS Attention ‣ How can you find and target the right people where they already spend time? ‣ How can you cut through the noise to stand out? ‣ Digital advertising based on demographic, geographic and behavioral targeting ‣ Email marketing ‣ Public relations Intention ‣ Where are your customers already searching or researching? ‣ How can you help them complete their journey? ‣ Retargeting Advertising to website visitors, leads ‣ Search Engine Marketing (paid) ‣ Search Engine Optimization (organic) ‣ Directory Marketing (organic and paid) Mention ‣ Where do your customers already connect with one another? ‣ How can you get people who already trust you to talk about your company? ‣ Customer reviews ‣ Referral programs ‣ Social media campaigns centered around employees, customers, partners All Rights Reserved © 2020 Social Driver
- 75. 75 Driving Your Digital Strategy in 2021 WORKSHEET DIMENSION KEY QUESTIONS TACTICS Attention Intention Mention All Rights Reserved © 2020 Social Driver
- 76. #wpewebinarSlides and recording will be made available shortly after the webinar QUESTIONS AND ANSWERS
- 77. #wpewebinar Case Study: Social Driver - Pepco Zoolights